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Small Business Tips: Paid Advertising on Instagram

instagram paid advertising campaigns for small businesses

Ever wondered how you can start advertising your business using Instagram ads?

The good news is, if you’ve ever done Facebook ads before, then you know the platform. It should be easy for you to pick up and get started with Instagram.

Even if you haven’t done any ads before, that’s okay.

Instagram ads offer all of the same targeting options as FB. Let’s go over those now.

Paid Advertising Targeting on Instagram

Below are the options you can use when setting up your ad targeting. There are more but this is where you should start.

  • Age
  • Location
  • Gender
  • Education
  • Interests
  • Income
  • Languages

You can see very quickly how you can get in deep with your targeting. The con of this is that you may become a little overwhelmed if it’s the first time using the platform.

Not to worry. We’re going to walk through setting up a campaign now.

First, you’ll need to take the following steps.

  1. Ensure you have both a Facebook Business page and Instagram account set up
  2. Open the Facebook Power Editor
  3. Click “Create Campaign”

Once you’ve got the page open to creating a campaign, you’ll need to pick a campaign objective. There are many to choose from, but only the following are permitted for Instagram ads.

  • Brand awareness
  • Traffic (for clicks to your website or to the app store for your app)
  • App installs
  • Engagement (for post engagement only)
  • Video views
  • Conversions (for conversions on your website or in your app)

Think carefully about what you’re looking to accomplish from the ad. This will help you choose the correct objective.

Let’s run through an example campaign so you can see how everything could be set up.

Instagram Ads For Mark’s Shoe Emporium

In this example, we’ll use an online shoe store to build out a hypothetical campaign.

The product we are creating the ad for is a pair of high-quality leather dress shoes for men. We want to sell directly to consumers with the ad.

Judging by the product, our target market is likely a middle-aged business or career focused man, already earning a decent wage and has a desire to look ‘sharp’.

Our campaign may look like this.

Objective: Conversions

Conversion Event: Purchase (You can optimize for many things, like leads & add to cart)

Location: Canada (If this where you sell)

Gender: Male

Age: 30 – 55

Interests: “Business & Industry” “ALDO Shoes” “Steve Madden Shoes”

Demographic: Income $50,000+, Current Homeowner

Placements: Instagram

Viola, you’re good to start testing the ads. I recommend starting with a daily ad budget of $5-10 for a few days and then calibrating based on results.

Now you need to create the actual ad that will show.

Photo Ads

Since instagram is a picture sharing app, having something visually appealing is most important. Use a filter to make it look more “native” or basically less like an ad.

In the verbiage – state the product benefit, then the product, and finally something about price.

Remember, one of the most important parts about advertising is simply making sure you’re not getting the wrong people to click on your ad. IE: disqualifying them.

One of the best ways to do this is to state the price right away.

In Conclusion

Now you’ve seen how easy it can be to get started with advertising on Instagram! Go take a look and test for yourself. You’re just a few steps away from getting in-front of your potential customers and sending them to your website.

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